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Liner Notes
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How to: Hire the Perfect Publicist
By Joan Stewart
Even though I teach people, including musicians, how to do their own publicity, there
are times when it’s just plain smart to hire a publicist.
Perhaps you don’t have the time to spend contacting the media. Or you have a lot of
gigs booked. Or you just don’t have experience working with the media.
But don’t hire the first publicist who comes along. Many people have shared with me
their own horror stories of hiring publicists who either weren’t a good fit, were
vague about what they would deliver, or didn’t do good work. Some even admitted never
checking references.
Set Your Goals, Budget
If you’re hiring a publicist, you must decide two major issues: how much you can
spend and the measurable goals that you want to achieve. Answer the following questions
even before the first interview with a publicist.
What do you hope to accomplish with publicity?
Who do you need to reach?
How do you want to be portrayed?
Do you want print, broadcast or online media, or all three?
How often do you want to appear?
Do you want local, regional or national coverage?
What PR tasks, if any, are you willing to perform on your own without help from a
publicist?
Be honest and forthright about your budget when you call publicists. If your project
isn’t big enough to interest them, it’s better that you find that out
immediately, before you waste a lot of time talking with them.
If you’re on a tight budget, stay away from big PR firms. You’ll get more for
your money with a sole practitioner.
Where to Look
Where, then, do you find publicists who work mostly with musicians?
Jana LaSorte, the music publicist who wrote the special chapter for musicians in my ebook
titled "How to Hire the Perfect Publicist," suggests:
Contact artists you know and admire and ask for their referrals.
Contact local clubs and radio personnel for referrals, especially if you’re seeking a
more localized PR person.
If you’re looking for more nationally-oriented PR help, contact record labels and
artists you admire for their suggestions. This can include their websites too because the
PR agents might be listed there.
Read industry and music magazines-both local and national.
Make notes of artists who seem to get a good deal of coverage. There is probably a good
publicist behind the story. Seek out this artist, their label, website, etc. to track down
the PR person.
Once you track down the publicists, contact them directly and ask them to exchange
packages and information in hopes of possibly working together.
Discuss the timeline of your project and everything that goes with it-touring, special
concerts, partnerships, etc. that can provide solid media angles.
Discuss your media history-who has covered you, how you were covered, etc.-and your goals
for the new project.
Discuss your ideal PR targets and results.
Discuss fees and negotiate if possible. This may involve renegotiating the agreed-upon
work load.
What to Ask Publicists
A thorough interview is essential. Interview at least three candidates. Find out:
What is the publicist’s area of expertise, and have they ever worked with musicians
who target the same audience you do?
Do they have contacts at media outlets that are among those you want to target?
What kind of publicity have they gotten for previous or current clients? Ask to see
clippings and, if available, recordings of TV news interviews.
DO NOT SKIP THIS STEP! Ask for the names and phone numbers of at least
three musicians or groups they have worked for. Call and ask if the clients were happy
with the publicist’s work, what they wish the publicist would have done differently,
and whether they would hire that person again. Ask if the publicity they received achieved
the stated goals. And ask them to describe those goals.
How to Choose
When you are comparing publicists, you must have a good understanding of how they price
their services. There are four main types of pricing: Hourly, monthly retainer, by the
project, or pay-per-placement. Each has its own advantages and disadvantages, depending on
your budget and what you hope to accomplish. Be sure that the publicist’s proposal or
letter of agreement is specific about work that will performed and measurable goals.
Other things to consider include the "chemistry" between you and candidate, how
well they communicate with you, if they look and sound professional, whether they are
enthusiastic and energetic, and the little extras they offer that other candidates
don’t.
Good luck with your publicity campaign, and please let me know about your successes.--
Joan Stewart is the author of the
85-page ebook "How to Hire the Perfect Publicist," which features more than 307
tips on how to avoid the nightmares, heartaches and loss of thousands of dollars when
hiring a publicist. The ebook has a special chapter devoted to musicians. You can order
the ebook at http://www.PublicityHound.com where you can also sign up for Joan’s free
ezine called "The Publicity Hound’s Tips of the Week."
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